Dear Hivers

The unpredictable has become the daily lot of entrepreneurs. Faced with the challenges they have to meet, they must find disruptive solutions. Because imagining the future on the basis of the past is no longer enough. We need to become unrealistic if we want to save the whole world in a good way.

“The world before” had been shaped, built to be dominated by theory, deduction, logic.
“The world before” was simple, everything was part of the “long term”, predictable, few serious unforeseen crises occurred, in a comfortable world.
This world built in the years 1950/60 was built on a mastery of the “foreseeable” future which reassured everyone.

Suddenly, the comfort of the 80s disappears, carrying with it the discourses and theories on logic, prediction, consumer loyalty, the long term and its vision. (…) The challenge for companies then changes. The major problem is not to manage as well as possible, the problem is to know how to react to the unforeseen, to know how to adapt to new situations.

The challenge for companies becomes mobility, flexibility, agility, responsiveness.

The author
Michel Hebert, created in 1984 the communication agency Jump France famous for its Groupama campaigns with Cerise, Justin Bridou or Neuf Telecom.

But he is first and foremost an entrepreneur who looks at everything from this angle. For him, being an entrepreneur means giving birth to a project, an idea, a business, giving it shape, then bringing it to life and developing it.

His 4th book talks about a major change for companies: the unpredictable. Which implies that they become more mobile, more agile, faster.

The book
In this very short book (128p), the author offers a number of avenues for reflection and operating hypotheses to help companies cope with the unforeseeable.

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